Apple Inc is a multinational technology company based in California. It designs, develops and sells computer software and consumer electronics. Hard ware products include phones, computers, tablets, and televisions. Consumer software includes macOS and iOS operating systems. It also offers online services such as the iOS App Store, iTunes Store, iCloud, and Mac App Store.

The market segmentation of the company is based on geography, demographic and behavioral. Apple Inc has retailed stores in 45 states out of the 50 states in the United States of America. It also has stores in more than 18 countries all over the world. In addition, the company’s products can be accessed from the online retail stores from anywhere in the world. In addition, the company develops products based on lifecycle, age, and occupation of the customers. The products are supplied to different areas while categorizing the PCs on family size and age. The other market segment is based on behaviors of the customers. These behaviors include usage, attitudes, product knowledge, and responses.

Integrated marketing communication (IMC) makes the marketing management easy in that all the different components in the business are included. Public relations as well as human resource and direct marketing are all integrated in the IMC. Many ways and means of marketing and promotion have been introduced with the growth in technology and IMC helps in bringing them together. Different elements are integrated in Apple Inc promotional mix (Brindha, 2014). These include Advertising, Public relations or publicity, Sales promotion, direct marketing and Personal selling.

This integrated marketing campaign is effective based on the market segmentation applied by Apple Inc. By integration all the mentioned promotional methods, the company is able to effective communicate with the target customers.

Reference

Brindha, G. (2014). Integrated Marketing Communication Strategies of Apple and samsung. Retrieved 14 July 2016, from http://www.irdindia.in/journal_ijrdmr/pdf/special_iss_1/18.pdf

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